FEW years back, I consider tapsilog as a luxury food already (aside from Jollibee). Perhaps it is due to the fact that I was born into an impoverished family, our barangay is very “bukid” in nature, and we don’t have eateries or carinderias that sell tapsilog and other “silog” variants (hotsilog, chicksilog, etc. ) The aroma of garlic in the sinangag, cured beef and atcharang papaya and sunny side up or scrambled egg on the side are irresistibly mouth-watering.
On the other hand, although pancit is Chinese in origin (if I am not mistaken), it has already been part of Filipino culture and tradition. During birthdays, our nanays, despite of financial difficulties, will find a way to have at least pansit as “handa” in the belief that it contributes to a “longer life”.
Tapsilog and pancit are once only found in humble carinderias and local eateries. Currently, they are undergoing a major transformation in terms of the “place” element of marketing mix or where they are made available for its patrons. The determination and selection of “place”, which is the distribution side of marketing and is the third element to be assembled after the product and price, is very crucial to the success of every business undertaking. It should be appropriate to the location of the customer segment that the business is targeting and should be properly positioned into their minds.
I call it “mainstreaming” since these tapsilugans and and pancitans can now be found in modern food business establishments. The bold move by business owners to mainstream dishes like tapsilog and pancit reflects an important insight: as customer preferences evolve, people continue to hold on to their cultural roots—especially when it comes to food. This strategy proves effective because it taps into a deep sense of identity and nostalgia. It shows that our culture is far from fading, and in fact, businesses can thrive by embracing and highlighting traditional flavors. Leveraging cultural heritage is not only a meaningful approach but also a smart and sustainable business strategy.
I was actually surprised when I stayed in Metro Manila and got to visit some of the “mainstreamed” tapsilugans that offer upgraded versions of tapsilog. Pancits have also been an offering of popular FIlipino restaurants like Max’s, among others as the expansion of their current menus. There are also upgraded and modern stalls that sell not just pancit but also Filipino noodle variants like Malabon and Lug-lug.
But I believe the revolutionization and mainstreaming of these Pinoy food favorites is a sort of levelling up of their overall quality. We have been seeing an improved version of tapsilog (i.e. addition of garnish, flavor enhancement, etc.) and pancit (pinaputok, bato, etc.)
On top of the quality, these upgraded food hubs provide a more comfortable and hygienic dining experience for customers. These efforts do not just benefit the businesses themselves but can offer potential benefits for the country just like what Jollibee Foods Corporation is doing. Mainstreaming these Filipino food staples can create jobs, support local producers and more importantly elevate Filipino dishes to the local and international stage.|
